How to Concretely Boost Your Sales with Your Website?
Having a website is essential these days. But why settle for a passive online presence when you can turn your site into a customer-generating machine? Here are 3 simple, concrete ways to boost your sales through your website…
An Educational Digital Strategy to Generate Leads at Half the Cost!
We often talk about this: your website can become a genuine generator of leads and customers with the right strategy. An educational, customer-oriented strategy (or inbound marketing) will allow you to attract leads and customers by offering them relevant content.
A particularly interesting statistic: a lead generated through such a strategy costs 60% less than a lead obtained through so-called traditional means (telephone prospecting, mailing, etc.)!
To better understand how such an approach works, we invite you to revisit our article on the subject: "How to Boost Your Sales Through Educational Content?". Today's article is not intended to re-explain the substance of such a strategy, but rather to detail 3 concrete tips that, as part of an educational digital communication strategy, will help you optimise your turnover!
1. Know Your Ideal Audience
First and foremost, you need to know your target audience. This may seem obvious, but when you are 100% immersed in a project, it is easy to overlook this first, yet indispensable, step.
Define the type of customers for whom you will create content on your website (and on your blog section in particular).
Be Specific!
Content that is too broad, targeting too disparate an audience, will ultimately target no one. A specific audience is preferable, even if it does not necessarily encompass the entirety of your customer base. This is, in fact, how traditional advertising and marketing already work: a perfume brand will create one campaign specifically for its women's fragrance range and another for its male target audience. Here, on your website, the logic remains the same: certain content (blog articles and downloadable files) will target a specific audience, even at the "expense" of part of your brand's general customer base.
Be Thorough
The more information you have about your target audience, the more relevant your articles will be — and the more effective (and therefore, the more prospects you attract and the better your chances of turning them into leads and then customers!).
Which social media does your target audience use? What is their job title? What are their professional objectives? Their daily challenges? Their income level? Their age? Their interests?
Depending on your sector of activity, some information will be crucial and other information less so. It is up to you to identify the useful information to know.
2. Create Relevant Content for Your Ideal Target Audience
Have you defined a specific, as comprehensive as possible target audience? Now it is time to create the content that will attract them to your site and convert them into leads and then into customers!
This aspect encompasses 2 types of content: discovery content and conversion content.
Discovery Content: the blog that "sells" you to internet users!
Simply put, discovery content refers to articles on the blog section of your website. They should provide relevant information to your target audience and their titles must be particularly compelling: it is these articles that will capture attention and encourage your audience to visit your site! These same articles will include links to your second type of content: conversion content.
Conversion Content: downloadable files that bring you free leads!
Conversion content bears that name because it is used to convert an unknown prospect into a defined lead: the internet user can download this content for free by filling in a form where they provide information about themselves (their email address and telephone number, in particular). Once the form is completed, the internet user receives their file and you receive their information. Congratulations — you have just obtained a lead!
Conversion content, available for download, can take several forms:
- Infographics
- Checklists
- Whitepapers and guides
- Case studies
- Videos
- Free trials
- Templates
- Etc.
The value of conversion content is, as the name suggests, to convert. It therefore needs to be particularly interesting for your target audience — interesting enough that they are willing to share information about themselves in exchange for it. The form it takes ultimately matters little; what clearly counts is the added value it can offer your target clientele.
3. Nurture Your Leads
Once an internet user has downloaded one of your conversion files, they officially become a lead. Many people make the mistake of viewing this stage as the conclusion of their efforts. But while the communications team has indeed completed its task at this point, the marketing team must take over. In micro-businesses and SMEs that do not necessarily have such dedicated teams, the logic remains the same: lead generation is not the end goal, but one of the steps towards creating a customer!
How do you "nurture" a lead to bring them to your ultimate goal? The idea is simply to maintain contact with them without necessarily making a direct commercial pitch.
Based on the information gathered about your lead, you will know whether they are more "cold" (far from becoming a customer) or more "warm" (likely to pay for your services or buy your products in the very near future).
From there, you can maintain contact on a case-by-case basis, in an appropriate manner. You could offer, via email or telephone:
- a free consultation or quote
- the download of another conversion file that might interest your lead
- a subscription to your blog newsletter
- the newsletter itself, where applicable (which allows you to stay in touch with your lead on a regular basis)
For a cold lead, the idea is to propose simple actions (newsletter, download) that require no financial commitment. A warmer lead will be more receptive to a consultation or quote proposal.
2 Best Practices for Lead Nurturing
- Do not harass your leads by sending an email every day! You would drive them away in no time. Space out your contact attempts so as not to irritate them or come across as too pushy. On the commercial email front, you can send 3 emails (one every two weeks): in each email, let your lead know what to expect next — they will not be surprised to receive a second email 15 days later.
- Ask for simple actions. Your goal will obviously be to turn your lead into a customer, but do not present it to them in those terms. If you want to sell them your services, do not immediately send them a ready-made quote. Instead, introduce yourself, explain the reason for your email ("We noticed that you were interested in such-and-such downloadable file"), and at the end of your email, invite the lead to get in touch for a potential quote. You could even place a "Request a Quote" link at the bottom of the email. This approach will come across as far less aggressive than firing off a quote without any further explanation.
With a well-defined audience, relevant content, and proper lead management, you should quickly boost your sales and visibly increase your number of leads!
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